Capturing stories 📸
"Every project begins with a deep dive into the lives of the occupants and their relationship with the space. I want to know about their family dynamics, pets, and passions. What are their desires? A sleek home bar? A walk-in closet? Extra storage? This initial phase sets the tone for the entire project.
I tour the property with them for remodelling, noting what works and what doesn't. The first deliverable? A 'design direction' moodboard. It's conceptual yet powerful, capturing our discussions and illustrating each space's future feel, materials, and aesthetics."
Discovering joinery 💑
"I always wanted to have a career in design. I earned my university degree at the School of Design, which offers papers on every aspect of design, textiles, graphics, fine art, fashion, and interiors. I initially took my major in Industrial Design and loved the furniture design aspect of the degree; however, in my final year, I got the urge to move into interiors and swapped majors (adding another full year of study).
Spending three years studying industrial design has informed my love of joinery, giving me a better understanding of construction methodology. I started writing joinery-based content as a creative outlet and found that putting pen to paper helped me grow as a designer."
Aussie interiors ☀
"When I first started in Sydney, the market was a lot more conservative than it is now. Over the last ten years, the Australian design scene has become world-renowned. I've got a severe soft spot for period homes (blame it on my decade-long London fling!). Sydney is primarily a sun-drenched city. I am finding more and more clients craving cocoon-like spaces to retreat and restore (TV snugs, dark bedrooms, etc.)”
Authentic branding 💁♀️
"Truthfully, it has taken me a few years to develop my tone of voice and realize that you can have so much fun with words. I write as I talk (in real life), so I feel like this is authentically me, and I love chipping away and breaking down those perceived interior elitist walls! Interiors and joinery are incredibly sexy; they deserve to be spoken about in such a way.
I did test the water for a few months, as I wanted to avoid coming across as unprofessional or to scare off clients. But, if anything, it has attracted the type of clients I want. The ones who don’t take life too seriously and enjoy a giggle about the size of a cabinet knob!"
Teaching the basics 👩🏫
"I genuinely love joinery! When I first got into the industry, there were no resources available that made learning about processes and construction fun, tangible, and digestible. There were articles and videos available, but generally from a supplier, joiner, or woodworker and very specific to trade professionals, and I would need to read/watch them several times to understand them. My goal has been to break this information down from a designer's perspective, and the by-product has been the joy I take from creative writing!"
Staying on budget 💰
"There is ALWAYS a design or budget compromise along the way. However, it's a collaborative process that depends on the project and what the client is prepared to downspec or pull back on. I will offer advice on where it might be appropriate. For instance, in terms of joinery, profiled doors (shakers, applied moldings, etc) tend to push the budget up. But by working together, we can find ways to simplify some joinery back to a flat profile and still achieve a timeless look."
How to style cabinet hardware ✨
"ALVA Tubular Cabinet Knob in Satin Nickel — I would love to see this bad girl on an entirely stainless kitchen island with no detailing (very monolithic) and the handles welded on as the feature.
SCOTT Swirled Pull in Antique Brass — I want to use this on a home bar. The joinery would be in a gloss deep burgundy, the splashback and bench dark verdi stone with a bullnose profile, and SCOTT would be there below the bench, wanting to be grabbed.
SQUIGGLE T-Bar Pull in Soft Lilac — This is begging to be used as a slab/flat door profile and be the absolute hero. Let's use a pale green laminate to keep the costs down and this little goddess to create a classy color clashing combo where the SQUIGGLE gets all the right kind of attention!"
Fave designers 👨🎨
“Choosing three favorite designers is like saying to my kids, you can only choose 3 ice cream toppings!”
Night Palm
“I love those mid-century, dewy, warm tones.”
Buchanan Studio
"Love their quirky side and use of clashing tones.”
Hecker Guthrie
"I love how crisp their detailing is; never overly designed, just banging!"
The dream client 💭
"I want a client who can come to me with a cabin in the middle of nowhere full of soul and old quirks that tell a story. I manifest an entire log construction with open fireplaces and snug little window nooks that look out onto rolling countryside and maybe a river for swimming."
A huge thank you to Gemma for an inspiring chat over a cup of tea. Learn from her insightful content and nosey at upcoming projects by following @_studiogemma_ on Instagram.